The reset/initialize is important to do together, after the firmware you want is first flashed to the router. Afterward, one more round of flashing and reset/initialize won't hurt either and has helped many get their routers stable again.
I suggest that you power off and disconnect every device on your network, including WiFi devices, apart from your Windows PC with its Ethernet connection. Then perform the speed tests again, trying different LAN sockets on the router if necessary.
Thanks, will try these and update later.