Then: when downloading from ISP, select the correct MCU model, then open your Hex file, select the correct serial port (you can right-click your computer and click Manage-then click Device Manager in the window, and you will find the port, and then expand it to see which serial port your serial port is), and then turn down your baud rate (personal suggestion is 9600), and you can start with the smallest one according to the situation. Then find your USB to serial driver (find this HidComInst.exe file, double-click it, and then plug in your USB), and finally click Download to boot.
Finally: wordy, I suggest you solve the problems one by one according to the tips it gives you! Good luck.