World PvP is so dead. Biggest reason other than lack of players is from a lack of reward. You see that a certain town is under attack, eh who cares, it'll respawn anyways and no real gain other than 1-2 honor if you go to help right?
What if there's some sort of punishment and reward, like having the dead player being lootable only for honorable kills and they'd lose gold and an item (non BoP/BoA item) from their bags. Could be something like 30 gold and some item or a few crafting reagent (put those BoEs in your bank!). No lootable items in their bags then more gold will be looted, not enough gold available to be looted and they will take durability damage on death. This is to prevent people from sending everything to another character then go on a ganking spree at no cost
Right now there's very little to gain (barely any honor) and nothing to lose when you WPvP other than some runback since there isnt even durability loss on PvP death. Something to lose but also something to gain would make you think twice about ganking, but also is worthwhile to if you win. People would help each other out especially if there's something to gain, and would band together for safety. Help me out, I'll help you out later plus both earning some profit!
No loot on dishonorable kills, but would flag some sort of stacking bounty debuff instead. so then that player dies with the debuff the lost loot would be increased per stack, and each stack also reduces the effects of stealth. This would be a heavy deterrent on griefing. You could still do it, but no sympathy when you get counter ganked and camped for huge losses
IE Level 100 camping a bunch of 70s killing 4 gets him 4 stacks = 4x more gold and items lost when you do get picked off by another 100 coming by to help the lowbies. Bigger and bigger reward for someone coming to help out and makes it worthwhile
If anything town guards also need to much MUCH stronger, scaling up to our max level and elites with some CC. Towns should provide safety like they did in the past. Now I can solo 2-3 guards after killing a player even in WoD zones .