DDO is dying a slow death.. again. There are many reasons, age being one of them, high learning curve for newbies being a second (this was somewhat helped by the enhancement pass), and complete lack of an endgame. You can't turn back the clock, so the game is not going to get any younger. More steps to reduce the learning curve for new players will go far as well, but once you have attracted those players and gotten them to level a character to cap, what is there to keep them? Many (like my wife) will not be interested in TRing because they lose so much for little gain. Loss of all their favor and having to re-level an entire character with more XP for a couple build points and a free feat is a turnoff for many. So what to do to keep paying customers like these? WORK ON YOUR ENDGAME!!!
Right now, there are 1 1/2 raids for endgame - FoT and CitW. I say 1 1/2 because while FoT is ran quite a bit, due to the loss of flag as soon as you TR (another flaw in the system) many people never flag/reflag for CitW until they are on what they consider their last life. So how to fix this? There are several steps that will need to be taken:
1) Raise the level cap to 30 ASAP. Then - and I mean it - state clearly, loudly, and firmly that THIS IS A HARD CAP AND WILL NOT BE RAISED - mostly due to the next couple steps.
2) Add - in addition to the current epic level raids - a new type of epic called Capped that you can only access when you are level 30 - and do this for EVERY RAID IN THE GAME. It would also really help to add 1 or 2 more raids as well. New Capped loot will have to be refigured for all the new raids. The loot MUST BE BETTER THAN WHAT YOU CAN GET RANDOM GEN! If necessary, add new effects that are ONLY available on Capped loot. Or even better, add effects that mimic but stack with current prefixes/suffixes/whatever. Such as Capped Deadly V that stacks with Deadly X if we must use the current vernacular.
3) In addition to the refurbished old raids, add level 30 quests that - instead of giving XP since you are already capped - give token fragments similar to Epic token fragments. What these Capped tokens would do is be usable at an altar at the end of every Capped raid. Once you have 10 Capped tokens, once per raid you can upgrade a piece of Capped raid loot in ways similar to the upgrades for raid loot in EGH and such. After 20 Capped raid completions, you get a Supreme Capped Token that you can use after getting your 20th end reward to trade for your choice of 1 piece of Capped raid loot. You would only ever get 1 of these per raid - so Supreme Capped Token at 40 or 60 etc.
This would take a lot of work but would extend the endgame of DDO beyond your playerbase's wildest dreams and would help keep people around for a looong time. And happy vets are paying vets..