I think UKIP failed to consolidate their popularity when they allowed a lot of people to make stupid comments on social media. They also have very few policies that anyone knows about apart from immigration and Europe which people don't care enough about compared to the NHS and the economy. Farage failed to say anything about the economy when given the opportunity recently which is unbelievable for a party that aspires to national government.
According to Nigel Farage, Labour and Conservatives funded certain groups/associations using taxpayers money to put UKIP in negative spotlight by making them look bad. Wonder if what he is saying is true. If it is then that's the answer to this downhill.