Video encoding usually takes a while (a 30min video taking 30min to convert would be reasonable), unless you're using an awesome CPU, a low-res video, or a really old, crummy format (like MPEG2), or some combination of the aforementioned.
I don't know what options "Any Video Converter" has, but to speed up conversion, you could potentially try:
- setting audio to "copy" or similar, so that it isn't rencoded (the original MP3/AC3/whatever audio gets copied to the output file)
- use a "mobile" preset. It'll have modest options.
- using Xvid/DivX/MPEG4 ASP video instead of h.264/AVC (h.264/AVC is awesome, but slow)
- turn off CABAC if using h.264/AVC
- reduce the number of B frames or references
- making sure "multithreaded" or "threads: auto" or similar is enabled (assuming that your encoding PC has multiple cores)
- you could also try an older format, like MPEG2. But you might not be happy with the quality for the filesize.