The CFLAGS and CXXFLAGS variables define the optimization flags for the gcc C and C++ compiler respectively. Although we define those generally here, you will only have maximum performance if you optimize these flags for each program separately. The reason for this is because every program is different.
In make.conf you should define the optimization flags you think will make your system the most responsive generally. Don't place experimental settings in this variable; too much optimization can make programs behave bad (crash, or even worse, malfunction).
We will not explain all possible optimization options. If you want to know them all, read the GNU Online Manual(s) or the gcc info page (info gcc -- only works on a working Linux system). The make.conf.example file itself also contains lots of examples and information; don't forget to read it too.
A first setting is the -march= flag, which specifies the name of the target architecture. Possible options are described in the make.conf.example file (as comments). For instance, for the x86 Athlon XP architecture: