Kari said:
If keeping your installed software and personal data is important. just double click the ISO file when you have downloaded it to mount it as a virtual DVD drive, then run Setup.exe from it to start an in-place upgrade. All your stuff will be kept.

In-place upgrade moves old Windows installation files to a folder called C:\Windows.old. Delete it after the upgrade: Delete Windows.old Folder in Windows 10 Windows 10 Installation Upgrade Tutorials

To perform a clean install, ISO file needs to be burned to a DVD or USB flash drive and computer booted from it.

Kari
Okay thanks a lot, I'll try this tonight :)