As @xHydra mention, there is a severe lack of pvp content and pvp incentives that is creating needless discord with the ganking AND the nerfing of weapons because of PvP is making characters super Weak in PvE
The solution have been said already tho. But nobody is listening yet. Must not be a priority.
To promote Healthy pvp, there needs to be Arenas, Tournaments, Guild wars, more pvp-efficient gear or gems obtained through pvp, and I’ll add to that a Ranking system like Aion. And other games go as far as making pvp armor weaker for pve
So now Alchemist is the last PvP ‘Rank’ and 75k points cap and people can give points on kills. The system is already half-implemented to be awesome! Now, using that as Base, we’ll add Alchemist Rank 1, rank 2…rank 10. Each Rank would require increasingly more points.
However, to make it harder, to be more prestigious, getting killed after 75k or rank 1 Alchemist, will make you LOSE points. And the higher Ranks you have, the more points you lose. And if you get killed by Low Ranks, or Rank 0, you lose a ton of point. And you gain more points from killing higher ranks too (this will deter pvpers from ganking noobs and incentivize to go after pros)
And to add more incentives to that, they could add pvp stats gained per Rank or titles or unlocking higher tier gear or items to craft stronger pvp gear with ‘5% extra damage to players’ on weapons and 5% defense from players on armor. Like resilience.
Adding skills to higher ranks will help. Ultimate Skills are very popular so that would incentivize people to Rank up. Just to use some version of a say, op AOE once per hour. ESO has this. It’s awesome, even for pve.