Why not have an option that a fleet can choose PvP. Then a random map is chosen ( I say random, because it would put a fleet's skill to the test to try all map types ). After the battle, the fleet is given a rank increase/decrease based upon win / loss and points such as healing, damage, shield healing.
This would bring a new level of activity and reason to pvp, .. also it would help standard pvp, because I think pug players (such as myself because I still don't have a fleet) would run into less premades.
We already started doing this among the known premaders. We created the channel called "PremadePVP" where every fleet who usually premades can join, and it works perfectly. We do premade vs. premade every night and it's much more challenging then pugs.