Politics isn’t a single Left-Right axis; it’s a boston box, with both small-state and big-state variants of Left and Right. I’m a hardcore libertarian (NOT “liberal”), at the extreme top-right: favouring high personal freedom and high economic freedom. On the left side, the bottom left would be socialism and the top left traditional liberalism.
The UK’s big three parties each occupy one quadrant: Lib Dems top left, Cons in the top right, and Labour bottom left. As nominally centrist parties, each is in the approx centre of its quadrant, with Ed Miliband’s lot maybe slightly further southwest and David Cameron a bit further northeast.
UKIP (and the other far-right parties that won on Sunday) often call themselves libertarian, but are actually pretty low on personal freedoms. (As we’d find out if they exercised real power.) So all belong at the bottom right, many of them at the extreme southeast corner.
Seen in this context, Nigel Farage’s success is easy to understand: he simply saw the open marketspace and moved into it. Politics, like life, can often be understood by the dynamics of marketing.