I had a similar issue until about a year ago that I would medicate with things like Benedryl and Tylenol PM. Then I started to exercise and started to wind down my day before I was getting tired. So if you know you can fall asleep at 11pm, then start winding down around 9pm or 10pm. Take a shower, do some stretching, drink a cup of sleepy tea, and turn off the electronics.
Also if you watch TV or surf the net before for bed, do that in your living room, not in the bed room. Because then your body will know that your bed is a place to relax and become tired. If you do things in your bed that make your eyes maintain attention, your body will think your bed is a workspace. If reading relaxes you then do it, but not on your phone or a backlit device. Since you are still struggling to sleep I would recommend starting your wind down a couple of hours before you want to be asleep. As your body becomes more accustomed to this change you can shorten your wind down time. Currently I shower, watch a netflix show, drink tea and then start my non-electronics wind down about 30 minutes before I want to be asleep.