Which way on eyes?

That's exactly how I do it and make sure you apply the serum right underneath your eyebrows as to prevent sagging skin. Some people think eye serum is only for under the eyes but it is for all the way around the eye

Either way is fine as long as you aren't pushing hard.

I had a facial last weekend she told me to apply counterclockwise to prevent pulling

I use an eye cream instead of serums.

always apply lightly never pull on skin