I don't care for PvP but this should happen.

Lock the XP to the completion of the match, similar to PotD. Not only this, I also think the game should always have full itemization on pair with PvE in PvP zones.

Replicate the tome gearup structure in PvP. Give weekly caps, and give a series of items in weekly lockouts to augment the gear slowly, but always make sure there is iLvL parity with tome gear.

Right now, even if I cared for PvP, I would feel the lure of the PvE grind as a more efficient use of my time because PvP rewards are mostly glamour. Not sure if at some point PvP rewards were considered equally good, I have not been playing that long, I just know there is no way for me to get 270 pvp gear (or am I wrong?)