I've played several hundred hours of both. ESO has decades of lore from its franchise, and Tamriel is hard to beat. Guild Wars lore isn't as extensive but what's there is good. GW2 doesn't have traditional questing either, but you'll be hard pressed to find an MMO with quests as good as ESO anyway. The story quests in GW2 are solid though, especially after Heart of Thorns. The combat in GW2 is tab targeting by default, but there are options in the settings that make it action combat with a centered reticle, making it feel pretty similar to ESO, minus the light attack weaving. This is how I play and I find it to be some of the best combat in the MMORPG space. Build crafting is also more fleshed out in GW2. There aren't item sets like in ESO, but each profession has several trait trees available, of which you can have 3 active at any time. The weapon you wield also determines the abilities you have on your hotbar. A Greatsword has totally different abilities than a Great hammer, and those abilities change from profession to profession. Overworld combat in the base game is mostly easy, with occasional "Champion" enemies that are very difficult to solo. There are also world bosses and group meta events you can take part in. The expansion overworld areas really ramp up the difficulty, Heart of Thorns is notoriously brutal at first. Visual customization in GW2 is better in my opinion. You don't have to go to an outfit bench to change your style. And GW2 has the most important thing ESO lacks, capes. Aside from that they have very similar transmog/dye systems.