The main dependency is the catalyst support - e.g. Vulcan supports will have markedly greater ECSAs than graphitized supports. ORR/HOR will be increased with higher ECSAs certainly, given transport properties are otherwise optimized in your operating conditions, but the translation into desired characteristics (higher efficiency at a set power density or achievable power densities) is not nearly as large as you'd think it should be. Most importantly, support choice also has a profound impact on durability (i.e. you likely want graphitized supports for durability).
The loading and characteristics of ionomer in the catalyst layer is the other significant impact on ECSA. In some cases this is additionally affected by solvent mixture and deposition method (affect ionomer/catalyst layer morphologies). To a much lesser extent, membrane swelling and compression can have some impact as well, but typically only if the next result is a profound over-compression.