If you're arriving in the afternoon, I find it best if you don't sleep during the flight, or if you do, sleep during the earlier part of it.

I did a bit of Private Pilots Licence training several years ago - I remember a bit in the Human Factors exam that Jet Lag can be reduced by watching the sunset and sunrise at your destination- it helps reset the body clock and natural rhythm or something, but tends to be useless when coming back to the UK because it's always flippin overcast, but having said that, it works for me.