I like all of Burke's answers, but will add a thought or two. His answers on 3 and 4 are great and I don't have much to add there. I just wrote two threads that may help you a bit, so you can look there for more answers related to this. The first one is WILD "Just Starting? You May be there allready and not know it" or something like that. The other is "Train Your Brain, have more WILDs".
1) As far as swallowing and scratching and so on. You are trying to trick your body into sleeping before your mind does. Being uncomfortable will make it harder to sleep than being perfectly still. Stay still, but resolve any issues that will keep your body awake.
2)It is much better if your eyes don't dart around. The second thread talks about the images you see, and the topic of eye movement. Try watching something like the TV with out focusing on anything. The picture will blur a bit. It is called diffuse vision. You take in what crosses your field of vision, but do not trace it with your eyes. So, practice this while awake and then use the same idea when you WILD.