Do apply with your middle or ring finger because they have the lightest touch. Finish with a tapping motion to boost circulation and encourage drainage.
Do store products in the fridge it keeps the ingredients fresher longer and the cream will feel heavenly and de-puff. Also apply with a frozen spoon from the freezer to get rid of eye bags.
Don't pull on the skin. The skin by your eyes is the most delicate and the first to show aging. If you see the skin moving you are applying it too hard.